Labubu Craze Comes to DIA Due to “Strong Sales” Locally

At Denver International Airport, a parent rushing to catch a flight recently grabbed a blind box toy from one of Mimi Luong’s Boxtastic kiosks as a last-minute gift for their child, then FaceTimed them from the gate, allowing their child to watch the unboxing live. As Luong, the owner of Truong An Gifts and the Boxtastic pop-up kiosks that are now operating throughout DIA’s concourses, watched the scene unfold, she realized the small mystery-box purchase had evolved into something more meaningful.

“When the figure was revealed, you could hear the excitement through the phone,” Luong said, “and it was such a sweet reminder of how these small items create big moments.”

Moments like that are becoming more common as Labubu plush toys—wide-eyed, furry creatures packaged in mystery boxes by the Chinese toy company Pop Mart—gain popularity among Denver airport travelers. The plush, monster-like toys are part of a growing blind box trend that has surged in popularity throughout 2025 and into the new year.

“I think mainly the main store and their videos made them viral,” said Boxtastic worker Natalie Austin, “and once the owners did those videos, people in Denver saw how well Labubus were selling and wanted more.” 

Boxtastic, a kiosk expansion of the viral Little Saigon District shop Truong An Gifts, has become a one-stop shop at DIA for mystery boxes and collectibles, including the increasingly sought-after Labubus.

“They started to become popular at the store and on social media last year,” Austin recalled. “The airport actually called the owner and asked him to put the pop-up here at the airport.”

What began as social media videos encouraging people to shop at Truong An Gifts provided a platform for owners Luong and her husband, Michel Ye, to eventually expand their business into Boxtastic kiosks.

“At Boxtastic, customers are always chasing the next big trend, and we make sure to carry what’s hot,” Luong said. “Alongside Labubus, Pop Mart blind boxes, Sanrio items, Pokémon cards and One Piece cards are all moving quickly.” 

The Labubu became a staple collectible in 2025, with Fortune reporting that parent company Pop Mart grew its value to $46.1 billion over the past year. Much of the appeal of a Labubu comes from the blind box format, which means buyers have no idea which figure they’re getting until they open it. This made every purchase a game of chance in the hopes of discovering a rare or “secret” item.

For workers like Austin, the joy people find spotting Labubus in the wild at DIA unexpectedly is what makes the job not only fun but also rewarding.

“You can hear kids walking by and yelling, ‘Labubu! Labubu!’ and things like that, which is great because they still really love them,” Austin said. “People still buy clothes for them and get them all dressed up so the craze is steady.”

While demand remains strong, some analysts suggest the resale market for Labubus may be cooling. Reports from outlets such as Forbes indicate resale values have fallen by as much as 50% in certain markets. Luong, however, believes consumer interest is simply evolving.

“Labubu is still very popular and we continue to see strong sales, even though the hype isn’t at the same peak as last summer when lines were out the door,” Luong said. “What we’re seeing now is a broader wave of pop-culture collectibles driving excitement.”

Between the airport kiosks and their flagship store, Luong and Ye continue to expand their footprint at DIA.

“We were invited by PRL (Provenzano Resource Inc.) and DIA to have one pop-up shop but now we are having three on all three concourses,” Luong said. “Concourse B opened Nov. 21, Concourse C opened Dec. 18 and Concourse A will grand open on February 26.”

As travelers rush to catch flights, the kiosks offer a quick moment of surprise, and for some, a last-minute collectible to take home. With no plans of leaving DIA in the near future, Luong and her team hope to keep sparking joy through the simple act of unboxing.

“We’re proud to create a space that sparks connection, surprise and happiness through something as simple as unboxing,” Luong said. “It’s been a reminder that when you lead with fun, community, and heart, people really respond.”